Category: Blog

Our team had an ideation session recently to think through our yearly holiday mailer. During the process, it dawned on me that our business has been around for 15 years. Fifteen years! That’s hard to believe. As I sat there with some of my team, who 15 years ago would not be found in a meeting but more like a middle or elementary school classroom, I began to wrap my head around the evolution of thinkPARALLAX and the world as it relates to what we do.

We currently define ourselves as a branding and communications agency focused on amplifying impact. And when I do the math, I realize that we have actually rebranded ourselves at least five times since our inception. Parallax Visual Communication started as a humble graphic design firm operating out of our garage in 2003. Three years later as the digital space was starting to boom, we morphed into Parallax Branding & Interactive. Around that time we realized that all of the projects we had been taking on had a common thread: focusing on the greater good. So we rebranded ourselves as a communications agency with exactly that focus. Then after a brief time, we streamlined that focus to sustainability.

Which brings us to now. thinkPARALLAX has grown into a branding and communications agency that gives meaning and voice to brands’ sustainability, social impact, and citizenship initiatives. We are on a mission to better the world by articulating and amplifying our clients’ impact.

As the business has changed, so has the skillsets of the people on our team. If I’d told myself back in 2003 that Parallax Visual Communication would be developing communication strategies and messaging for Fortune 100 companies and at times not even being responsible for design work, I honestly wouldn’t have believed it. How we market ourselves has become more sophisticated as well. Our original postcard mailers and trade show booths are a thing of the past. Now, thought leadership and content marketing drive new business. Marketing is always changing and agencies have to keep pace to stay relevant.

Like any business, we’ve weathered a recession and our share of ups and downs. There’s a level of risk and uncertainty inherent in owning a business and I don’t think that stress (or excitement, if you see it that way) ever disappears. For this reason, it is essential to prepare financially and strategically, both internally and with our clients, for whatever the future holds.

But on a lighter note, as I look back over the past 15 years, a few laughs come to mind when thinking about just how much the world and our business has changed:

Our first ever project was an event invitation for one of the Big 4 accounting firms. I was ecstatic to bill $600 for the project!

Tucked away in storage are binders full of CDs, DVD’s, and a box of hard drives — all of which house old files and client work. A stark contrast to now, where everything lives on the Cloud, and we get annoyed when it takes more than five seconds to access a file.

We used to build shopping carts and intranets from scratch. Today there are about 20 off-the-shelf options, from Workplace to Shopify, that allow anyone to plug-and-play in almost minutes.

Working from home wasn’t really an option, but now we telecommute Wednesdays and Fridays, and several of our employees work entirely remotely, all in an effort to help reduce our carbon footprint.

Virtual meetings have become the norm, file sharing programs eliminate the need for a call, and when we do meet, it’s often in a coffee shop or co-working space.

“Purpose” and “sustainability” barely existed in 2003, but now you can’t go ten minutes without hearing about a product made with recycled materials, a brand taking a stand, or the innovative corporate culture of some company.

Needless to say, we are living in a new, transparent world moving at light speed, with technology connecting and pushing us forward. Global issues such as climate change, poverty, inequality, and hunger have moved to the forefront as our population and awareness increase. And more and more, consumers are demanding transparency. All of this requires a new level of corporate responsibility and communication that focus on the impact on people, communities, and the environment.

As the world and our business evolve, I feel fortunate that we’ve been able to create our niche: helping companies tell their stories of the positive impacts they are making in the world. While our business could have become a digital marketing agency building out sites to sell products and focused on conversions (and I’d probably be living closer to the beach), I’m grateful that we have focused on enabling companies to amplify their impact.

Reflecting over the past 15 years has me thinking about the future, as any business owner should. When future-proofing our business, how will the world change 15 years from now… and how will our business evolve with it?

As 2018 comes to an end, we at thinkPARALLAX look to celebrate another successful year with our team, give thanks to our extended family, and show our support to certain organizations we resonate with by donating to their causes. That said, there are numerous ways to donate, including grants, cash, employee matching, sponsorships, etc. We preach to our clients, that regardless of the vehicle, to make sure that the causes or organizations you choose to support align with your business.

Patagonia’s CEO recently shared that the company plans to donate the $10 million dollars it saved from the recent tax cuts to various nonprofits that are aimed at protecting the planet. This move both aligns with Patagonia’s business strategy and matches the values of the company. Since Patagonia’s inception, founder, Yvon Chouinard and company have been focused on making environmentally-friendly products, while also putting in the time, energy, and cash to not just raise awareness on environmental issues but to create change. About 10 years ago, I was part of a protest that Patagonia and the Surfrider Foundation organized that kept a toll road from being built that would have destroyed a historical beach in Southern California. Be it through donations, making eco-friendly products, or organizing a protest to save a legendary surf break, Patagonia’s actions clearly align with its values and business strategy.

Along those lines, but not quite as grandeur, this year we launched our 12 Gives in 12 Days campaign where we gave 12 organizations $1,000 each over the course of 12 days. Our employees chose organizations that align both with our business and specifically with the skills each person needs to be successful at their job. I invite you to follow along on our social media channels to see which organizations our employees chose to support. The organizations are also listed below. From myself and the entire thinkPARALLAX team, we hope you have a great holiday and a Happy New Year!

We’re humbled to announce that we recently won an award for our dedication to our most important asset – our employees! B Lab, a nonprofit that serves a global movement of people using business as a force for good, recognized us in their 2018 Best for the World honoree list, which honors the top 10% of certified B Corporations who reflect the greatest commitment to their relationship with their workforce.

We are one of 2,595 companies, including Ben & Jerry’s and Patagonia, that are certified B Corporations. B Corporations (B Corps) are for-profit companies that have met rigorous social and environmental performance, accountability, andtransparency standards. Just one of the steps to become a certified B Corp is to take the ‘B Corp Impact Assessment,’ which explores a company’s impact on their workers, customers, environment, and community. In 2016, it took us nearly three months of constant work and communication with B Lab in order to become certified in addition to the detailed assessment, and we went through the rigorous process again to be recertified this year.

Every year, B Lab recognizes businesses that go above and beyond in their commitment to do good. B Lab awards the top 10% of B Corporations in six different categories: best overall, best for community, best for customers, best for environment, best for governance, and best for workers. For the award we received, Best for the World Workers, B Lab specifically evaluated how businesses treat their workers by analyzing their benefits, training, and compensation initiatives as well also assess the overall work environment from internal communication to company culture and wellness practices.

We put employee health and wellness first and with the hopes of creating work-life integration (rather than balance). Just some of the perks of working here include:

Working from home on Wednesdays and Fridays

Beach walks and surf breaks during the week

8 hours of paid volunteer time in our community

Pet (including cat!) friendly office

Our PARALLAXploration program that encourages employees to travel anywhere in the world so they can be inspired and gain new experiences

When our team brings their whole selves to work, they’re bringing their unique backgrounds and experiences to everything they do, creating work that is holistic, inspired, and creative.

We are incredibly proud to share our B Corp certification status and recent award nomination as it is largely a celebration of our values and a reminder that we are on the right track in reaching work-life integration. While we are very humbled to receive this award, we will continue to strive towards fostering a supportive and healthy work environment.

If you’re interested in learning more about B Corporation or wondering how to get your company certified, we encourage you to visit their website at https://www.bcorporation.net.

It’s the year 2018 and technology has made us more connected than ever before. While this comes with countless benefits, constant connectivity has unfortunately blurred the lines between work and personal life. 38% of Americans say they check their work email routinely at the dinner table. 44% check it daily while on vacation. And a whopping 50% admit to checking their smartphones before they even get out of bed in the morning.

And when you step foot in the office, it’s even worse. Your inbox is overflowing with messages, your phone is ringing off the hook, and you’re bouncing from one meeting to the next. Sometimes it seems to never stop. While it’s okay to be busy if it means you’re making a positive contribution to the world,balance is key.But as a business owner, I have found that it’s increasingly difficult – if not impossible – to turn off, tune out, and ultimately achieve this balance.

That’s where surfing comes in.

While there are many ways to find balance in your day – walking meetings, stretching at your desk, meditating, to name a few – I’ve always found solace in the ocean. Fortunately, our office is two blocks away from the beach so I can typically jump in on my lunch break as well, but I know most people only have time to catch a few waves before work – even if that means setting your alarm clock an hour or two early. While I could easily come up with 100 reasons to surf before work, I’ll stick to the five main points that have made me happier, healthier, and more productive throughout the day.

1 – Reliving Blissful Memories

Surfing has been a passion of mine for years, and as any surfer can probably relate, it’s associated with so many unforgettable memories – from that surf trip to Bali with my best buddies, to pushing my oldest son into his first waves. Every time I put on my wetsuit and paddle out, those euphoric feelings we call stoke are recreated to some degree, and this process of positive catharsis is an invigorating way to start the day.

2 – Connection with Nature

You can’t bring your smartphone in the water with you, so surfing is a great way to disconnect, clear your mind, and surrender yourself to the moment. Your morning surf sesh might also be the only time of day you get outside to soak in that vitamin D. Over time, surfing teaches you how to read the waves, forming a deep and intimate connection with the ocean, which accounts for more than 70% of our planet. You will gain a new appreciation of the world we live in.

3 – Meditation

Throughout history, people have turned to the ocean for its healing properties, and studies show that being near the ocean can make you calmer and more creative. The ebb and flow of waves has a meditative effect which slows your heart rate, reduces anxiety, and puts you in a clear state of mind for the day. Even when the waves aren’t pumping, finding peace and solitude in the stillness between sets is therapeutic, and helps improve your patience.

4 – Consistency

If your days are like mine, they’re probably chaotic and unpredictable, so having a healthy, consistent morning habit can be grounding, even if the surf doesn’t always cooperate. Some of the world’s most successful people have stated that having a consistent morning ritual helps set them up for success, so why not have your routine be something you truly enjoy?

5 – Exercise

Some people go on a run or practice yoga before work, but surfing is my workout of choice because it’s the perfect harmony of strength training and cardio that also improves your flexibility, balance, and endurance. Any form of exercise releases endorphins to keep your stress levels in check, but surfing comes with all the added benefits listed above that you just can’t get from lifting weights at a gym. It’s not just about burning calories, but reaping the emotional rewards as well.

Whether it’s 30 minutes or 3 hours, surfing before work in the morning puts me in the right mental state to tackle any project, pitch, or problem I might encounter in the office. It also helps me become a more relaxed, satisfied, and grateful person in all aspects of my life. If you’re ever in San Diego, give me a shout, I’m happy to take you for a paddle – the ocean is our backyard.

As a sun-chaser and crowd-hater, my travels have almost always taken me to far-flung tropical islands or warm, secluded getaways. But in June, I found myself bundled up in a Patagonia fleece and rain boots, gazing over the Cliffs of Moher in County Clare, Ireland, surrounded by tourists and shivering from head to toe. Drenched in rain, my mind drifted to the deserted beaches of Barbados, and I asked myself why I had chosen Ireland — a country not exactly known for its sunny weather — for my PARALLAXploration. At that moment, the sun peeked its rays through the grey clouds, illuminating the majestic cliffs, and a feeling of gratitude quickly replaced any lingering thoughts of regret. Ireland is sublimely beautiful, but it’s more than the lush green landscape that left a lasting impression on me.

In case you can’t tell by my first name, I come from an Irish family — my great-grandmother immigrated from Ireland to the States in the 1920s. As such, I have always had a strong desire to visit the Emerald Isle to connect with my Irish roots. My intention for my PARALLAXploration was to gain a deeper understanding of my ancestral identity and make it a bigger part of my story moving forward.

I started in Dublin where I got the chance to meet a handful of distant relatives, volunteered at a seal rescue in County Wexford to fulfill the “social good” element of my trip, then headed west to explore County Clare and Galway. From there, I rented a car and drove to Achill Island, one of Ireland’s most remote places, for the main purpose of my trip: tracking down the home where my great grandmother was raised.

Achill Island is a tiny island off the west coast of Ireland, accessible from the mainland by a small bridge. The island is known as the gem of County Mayo, which is a haven for outdoor adventure seekers. People escape to Achill to surf, bike, hike, dive, or just hang out at the beach. I was told that less than 1,000 people live on the island full-time (there are far more sheep than people), although it’s a popular vacation spot for the Irish in the late summer. The island is so small that they don’t even have a police station — they “share” police with a nearby town so officers are only on the island one or two days a week.

The moment I drove over the bridge, I was awestruck by the indescribable beauty of Achill Island. When most people think of Ireland, they think of the lush green countryside, but the dominant hue of the island was blue — from the intoxicating azure ocean to the shadowy lapis hills towering in the distance. The coast was dotted with endless stretches of beach, where a handful of surfers braved the ice cold Atlantic. I immediately sensed a friendly, laid-back island vibe that was understated and somewhat untamed. A stark contrast to everywhere else I had visited in Ireland, the landscape was distinctively empty — it was rare to see another car on the road or person on the beach and I was actually the only guest in the entire hotel for part of my stay. However, there was definitely no shortage of sheep — I often had to stop for them to cross the road (an Achill traffic jam). As I drove aimlessly around the island, suddenly my affinity for the ocean and distaste for big cities made sense, as it is ingrained in my DNA.

Because all the road signs were in Celtic and cell service was nonexistent, I spent a lot of time being lost on the island, but I did manage to find the mythical Keem Bay, a white sand beach sheltered between two cliffs. The bay is only accessible by a narrow road with a steep cliff edge, but when you get there it’s like finding the pot of gold at the end of the rainbow. With dreamy turquoise water, it could have very well been a beach in the Mediterranean, if it weren’t for all the sheep. There wasn’t a soul on the beach the entire time I was there and I found peace in the solitude.

After getting acquainted with Achill, it was time to find my great-grandmother’s house. The only clue I had to finding it was a photo my mom took in the 70s and this map provided by my great aunt:

I had dedicated an entire day to finding the house, anticipating that it would not be an easy task, so you can imagine my disbelief when I had been on the island for less than three hours and stumbled upon it — completely by chance. Driving alongside the Wild Atlantic Way, I noticed a cottage in the distance that looked similar to the photo my mom gave me. As I turned down the dirt driveway towards the house, I got goosebumps because I knew it was the one. Shooing a herd of sheep away, I stepped out of the car and stood before the exact house from my mom’s photo, except that the undressed stone was a bit more crumbled and the landscaping was a bit more overgrown. It was difficult to imagine an entire family living in the tiny, disheveled cottage. It didn’t even have any windows, because an old Irish window tax mandated that homeowners pay a flat rate for every window in their home (luckily this tax was abolished in the mid 1800s). Although the old house looked as though it was barely standing, its walls undoubtedly held a million memories, and that is what made it beautiful.

This moment was so surreal it almost brought me to tears. I was standing where my great-grandmother had spent her childhood, seeing the same amazing ocean view that had provided the backdrop for her upbringing. I could picture her running home from the local schoolhouse, warming up by the fire during Ireland’s dark winter months, and playing in the Atlantic ocean which was just steps from her front door. I wondered what she would think if she knew that many generations later, her great-granddaughter would make the 5,000-mile trek from California to see where she had lived.

But as magical as this moment was, it was a bit anticlimactic. I had assumed that this ancestral house was the link I needed to connect with my Irish roots, that finding it would provide me the ‘ah ha’ moment I was looking for — but I was so wrong. As I drove away, I thought to myself, now what? Was my life forever changed? Did I suddenly gain this deep connection with Ireland? Not necessarily.

It wasn’t until later that night, while I shared a pint of Guinness with some new Irish friends, that I had a revelation. Getting in touch with your roots isn’t just about finding an ancestral home, or even long-lost family members — it’s so much more than that. It’s about experiencing a country and forming a deep, personal connection with the culture at-large. For me, it was getting lost in the streets of Dublin, jamming out to Irish music at the iconic Temple Bar, dodging sheep as I drove through the countryside, learning Irish slang over a glass of Irish whiskey, watching a game of curling with my mom’s second cousin, hearing stories about basking shark hunting from a salty old fisherman, and being taught the proper way to pour a Guinness at Pattens Pub, my great uncle’s old watering hole. It was all the incredibly kind, welcoming, and hilariously sarcastic Irish people who reminded not to take life too seriously. Above all, it was the palpable sense of belonging I felt the entire time I was there.

I am so grateful that PARALLAXploration gave me the opportunity to fall in love with a culture that has played such a large role in shaping my family history, and ultimately who I am today.

As a first-timer to Asia, Hanoi seemed the perfect pick for my PARALLAXploration: manageable, not overly-touristy, and with a rich culture and history. For four days I immersed myself in this chaotic yet charming capital, with its tree-lined streets and French colonial architecture. The streets of Hanoi are sensory overload – colorful shops, flowers, and lanterns everywhere, the ubiquitous low plastic bright blue stools that clutter the sidewalks outside storefronts and pubs, non-stop beep-beeps from countless scooters clogging the streets from every direction, and delicious smells wafting from street vendors’ tiny makeshift grills. Old and new collide everywhere. It’s common to see a rural woman in traditional clothing and the classic conical hat selling fruit or vegetables from her bike, right smack in front of a hipster coffee bar or swanky spa. High-rise office buildings inone neighborhood compete with temples dating back almost a 1,000 years in another — tradition and history still have a grip thankfully.

My first morning I woke up quite early expecting to find deserted streets as I went on a search for coffee at 6am. As I approached the renowned Hoan Kiem Lake, I noticed the street had been blocked off. I turned the corner to see literally hundreds of Hanoians of all ages taking part in various dance, tai chi, or exercise groups. This went on for blocks – group after group, some in matching uniforms, doing everything from line dances (yes, the Macarena is alive and well in Hanoi), to hip-hop aerobics, ballroom dancing, or Vietnamese Zumba right there in the street, at the crack of dawn. I later learned this is a daily occurrence from 6:00 to 7:00am sharp, as Hanoians are a very disciplined bunch. Once the clock strikes seven, roadblocks are removed, and the nonstop scooter insanity ensues for the day.

My days in Hanoi were spent visiting the Ethnology Museum and the Women’s Museum, eating amazingly fresh (and cheap) food, and spending countless hours walking the Old Quarter, where each of the 36 streets is dedicated to a specific trade or product. I spent a day with 20-year-old An from Hanoi Kids, a student-run organization that offers tours to English-speaking visitors in exchange for practicing their English. An gave me a fascinating glimpse of the city from a young woman’s eyes and a real window into Vietnamese life and culture, still very patriarchal, old-fashioned and full of traditions and beliefs.

I spent two nights on an eight-cabin junk boat cruise of Ha Long Bay, a stunning UNESCO World Heritage site about three hours from Hanoi with dramatic limestone karsts jutting out of emerald green water. This was a nice departure from the bustle of the city. I toured caves and a pearl farm, hiked, kayaked, and visited one of the remaining working floating fishing villages which completely blew me away.

My six-day PARALLAXploration flew by, but this part of the world left an indelible mark on my heart – not simply because of its stunning natural beauty, mouthwatering cuisine, or rich history and traditions – but because of its people. No matter what social strata, Hanoians seem to have a good outlook on life. Life is simpler and slower-paced, and the focus is on family and friends.

As a solo female traveler, I thought I’d be on edge in Southeast Asia. Reality: I felt safer there than I do in my urban San Diego neighborhood. The Hanoians I came across were a respectful and incredibly kind bunch. On my last day, a front desk person at my hotel noticed I was limping from a slight ankle sprain the night before. She insisted on walking with me (slowly) several blocks to the nearest pharmacy so she could translate and make sure I got proper medication. That was a typical gesture.

Overall, my PARALLAXploration was a bit of a reset for me personally – a reminder to slow down, really see things, and appreciate, even consider, a different outlook or way of doing things. That’s the cool thing about travel – nothing breaks down intellectual barriers and preconceived notions faster than being in a new place or culture. But perhaps most important of all, my time in Hanoi was a reminder that now more than ever, a little civility and gratitude go a long way.

My passion for traveling was ignited after a semester studying abroad in Beijing, China. While all my friends chose to explore Europe, I enrolled at the University of International Business and Economics, in the heart of Beijing not knowing another student. Asia completely fascinated me, and for this reason when my husband, a US Marine, got orders to Guam, a US territory in the Pacific, I was thrilled! Our two years overseas allowed me the opportunity to explore several other countries in the Pacific beyond China.

So when I was tasked with the difficult decision to choose a location for my PARALLAXploration, I knew I wanted to venture beyond Asia, but wasn’t entirely certain for where I’d go alone.

While catching up on my weekly Travel+Leisure newsletter (guilty pleasure of mine to daydream about my next trip) I came across an article titled “The Azores Aren’t the ‘Next Iceland’ – And That’s Exactly Why You Should Go”. After reading the article, I added yet another spot to my growing list and penned it in, right at the top. The Azores sounded like the perfect spot for my next adventure. Rated the top destination for eco-tourism, with a rich culture, great food, warm weather and filled with outdoor activities, it sounded like my perfect paradise. After wrapping up a big project a work, I knew I wanted some relaxation, but it’s not my nature to sit poolside, drink mai tai’s and nap all day. The Azores provides that perfect balance! You can hike a challenging trail to then relax in warm hot springs in the middle of a jungle, with few tourists around.

Rather than setting out a detailed itinerary (like I often do listed out by the hour), I challenged my type A self to just wing my trip. I planned for 5 full days in Sao Miguel, the largest island in the Azores, chose a few hotels throughout the island, rented a car (a must while visiting the Azores), bought a plane ticket and just went with no real plans in mind.

If you have the opportunity to visit the Azores, I highly recommend going, and going soon! One month before my trip, Delta opened up the first domestic non-stop route from New York. The four and a half hour flight only flies to Sao Miguel three times a week. During my trip, I rarely came across another American and felt the authenticity and true beauty that remains intact, due to the limited tourism (that will most likely change in the coming years as the awareness of the Azores grows).

I could go on about the countless reasons for why I love the Azores, but I’ll let my photos do the talking.

I decided in order to see as much of the Island as I could, to divide the island into sections. Even though Sao Miguel is fairly small (it takes about 2 hours to drive the entire island that is 293 square miles), there’s so much to do and see in each unique town.

Situated on three tectonic plates, there are 3 active volcanoes on Sao Miguel. Each is distinctly beautiful. The volcanoes have erupted five times in the last 500 years.

Having visited several other archipelago islands, I was surprised by how clean the island was! I rarely came across any trash and all the buildings and roads are well maintained.

Farming and agriculture are one of the main industries in the Azores. Cows are everywhere. I even heard the ratio of cows to people is 2:1 (with a population of 140,000)

If you’re a lover of the water, the Azores are for you. There are countless activities from diving, surfing, cliff jumping, sailing and even canyoning, something I had never heard of before, and wish I could have experience in the Azores… next time!

There are hot springs everywhere!

The Azores are home to a 1/3 of the oceans cestaceans (whales and dolphins). For my volunteer part of my trip, I met with the owner of the islands largest tour company to talk about how they’re educating visitors on sustainable animal watching and their impact on the island.

A famous cuisine of the Azores, Cozido das Furnas is made by combining meats and vegetables in a metal container and submerging it underground for 7 hours. The result, a delicious dinner feast!

Traveling to another country without a detailed itinerary and companion would typically make me anxious. Instead, I discovered a new way to travel. I loved how each day brought unexpected plans and allowed me to spontaneous pull off to the side of the road, and just be present in nature. I wasn’t rushing to my next spot on my list and felt that I was able to experience the true beauty of the small island in a new way.

As a team of values-driven strategists, designers, and storytellers, we give meaning and voice to brands’ sustainability initiatives. Through strategic storytelling, we harness the support of stakeholders to drive systemic change and long-term success.